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    Title: 顧客價值主張與商業模式之建立 ─以糕餅業者S公司為例
    Building business model based on customer value propositions: the case of Taiwan pastry manufacturer S company
    Authors: 張高瑋
    Chang, Kao-Wei
    Contributors: 巫立宇
    Wu, Lei-Yu
    張高瑋
    Chang, Kao-Wei
    Keywords: 顧客價值主張
    策略行銷分析
    商業模式
    customer value proposition
    strategic marketing analysis
    business model canvas
    Date: 2019
    Issue Date: 2019-08-07 16:20:11 (UTC+8)
    Abstract: 台灣糕餅產業歷史悠久,亦爲傳統文化之傳承元素,但如台灣其他傳統產業,正面臨重大的挑戰。隨著科技的進步與經濟全球化之進程,世界各國之糕點產品已紛紛湧入台灣市場,且消費者對於世界美食也有更大的包容與接受,而非執著於傳統古早味。簡言之,消費者需求多變,且市場競爭者衆多,傳統糕餅業者已愈來愈難單純以產品品質為企業競爭優勢,而應以顧客之需求為改善產品之方向,並以此建構新的商業模式,逐步形成企業新的競爭優勢。
    面對如此劇變的環境,傳產業者該如何發掘顧客價值主張,並建構合理的商業模式,滿足顧客需求並與顧客建立長久關係,是企業需要正視的問題。因此,本研究選擇台灣一家傳統糕餅廠商做為個案研究對象,透過與個案公司的深度訪談,文獻探討與理論分析,分別以策略行銷之4C架構及商業模式九宮格為分析工具,探究台灣糕餅廠商發掘顧客價值主張,並與顧客建構長久關係時所應具備之策略思維,給予他們在進行資源投放時能有更清楚的方向,讓糕餅廠商在面臨外部之激烈競爭及内需市場飽和的狀況下,擺脫低價競爭的泥淖,而從顧客價值主張出發,並由此建構嶄新的商業模式,進而達到永續經營的目的。本論文研究發現,處於不同地理位置之門市,其消費客群之消費習慣及喜好產品不盡相同,故該企業針對不同顧客之屬性(如年齡層、本土居民或國外遊客等),計劃於各門店建構相應的商業模式,即分別從健康養生、台灣糕餅文化傳承等價值主張出發,改良產品、優化產品組合及行銷手法,以展現公司產品與服務之價值,並建立長久的顧客關係,進而形成穩定的收益。
    As a history heritage of traditional culture, the Taiwan pastry industry is facing huge challenges as well as other traditional industries. With technology progress and economic globalization, pastries from all over the world have flooded into Taiwan market, and consumers have greater tolerance and acceptance of world cuisine, rather than obsessed with the traditional taste. In short, consumers' needs are changing and there are many market competitors. Traditional pastry makers have become more and more difficult to use product quality as their competitive advantage. Instead, they should improve products based on the exploration of customers’ exact needs, and build new business models to gradually form new competence.
    In the face of such a drastic environment, how to seize the customer value proposition and build a reasonable business model to meet their needs and establish long-term customer relationships is a problem that enterprises need to face. Therefore, this study selects a traditional pastry manufacturer in Taiwan as a case study object. Through in-depth interviews with case companies and literature review, we use the 4C architecture of strategic marketing and business model canvas as tools to explore specific practices of the Taiwanese pastry manufacturer. The customer value proposition and the strategic thinking that should be possessed when establishing a long-term relationship with customers, which could provide firms with a clearer direction of resource allocation, and win the fierce price/product competition. Thus, starting from the customer value proposition, the pastry manufacturer builds up a brand-new business model to achieve sustainable development. This research finds that the consumer groups in different geographical locations are different, who possess various consumption habits and preferences. Therefore, the company plans to construct corresponding business model in each store for different customers (such as age group, local residents or foreign tourists), which is to demonstrate the value of the company's products and services, such as the values of health and wellness, and the inheritance of Taiwanese pastry culture, through optimizing product sets and marketing mechanisms, and to establish long-lasting customer relationships and form stable income.
    Reference: 一、中文部份
    1.台灣糕餅產業的成長與蛻變,2019年4月22日,檢自:https://castnet.nctu.edu.tw/castnet/article/5437?issueID=209
    2.台灣烘焙業的發展趨勢與經營建議,2019年5月2日,檢自:https://mymkc.com/article/content/22322
    3.台灣烘焙產業未來5大發展趨勢,2019年5月21日,檢自:https://kknews.cc/zh-tw/finance/r9naxm4.html
    4.台灣烘焙業的發展趨勢與經營建議,2019年6月3日,檢自: https://mymkc.com/article/content/22322
    5.李雄慶(2004) ,糕餅業之行銷策略研究─以舊振南餅店為例。
    6.邱志聖(2014),策略行銷分析:架構與實務應用第四版,台北:智勝出版社。
    7.烘焙伴手禮市場近況趨勢分析,2019年5月19日,檢自:https://www.e-sinew.com/showExpertopinion.php?artid=479
    二、英文部份
    1.Breur, T. (2006). The importance of focus for generating customer value, Journal of Financial Service Marketing, 11(1), 64-71.
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    4.Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.), NJ: Prentice Hall.
    5.Kotler, P. and Levy, S. J. (1969). Broadening the Concept of Marketing, Journal of Marketing, 33(1), 10-15.
    6.Magretta, J. (2011). Why Business Models Matter, Harvard Business Review, 80(5): 86-92.
    7.Ojasalo, J. (2001). Key Account Management at Company and Individual Levels in Business-to-business Relationships, The Journal of Business & Industrial Marketing, 16(3), 199-218.
    8.Osterwalder, A., Pigneru, Y. and Smith, A. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers and Challengers. John Wiley & Sons Inc.
    9.Parasuraman, A. and Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda, Academy of Marketing Science Journal, 28(1), 168-174.
    10.Pardo, C., Henneberg, S. C., Mouzas, S. and Naude, P. (2006). Unpicking the meaning of value in key account management, European Journal of Marketing, 40, 1360-1374.
    11.Patterson, P. G. and Srpeng, R. A. (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
    12.Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
    13.Ravald, A. and Grönroos, C. (1996), The value concept and relationship, European Journal of Marketing, 30(2), 19-30.
    14.Womack, J. P. and Jones, D. T. (2005). Lean Consumption, Harvard Business Review, 83(3), 58-68.
    15.Zeithaml, V.A., (1988). Consumer Perceptions of Price, Quality and Value: A Means‐End Model and Synthesis of Evidence.Journal of Marketing, 52(3), 2‐22.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932414
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932414
    Data Type: thesis
    DOI: 10.6814/NCCU201900480
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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